In pictures: Avantgarde secures deal with Honda to produce its motor shows

Avantgarde unveiled its work with Honda at the Internationale Automobil-Ausstellung (IAA) in Frankfurt recently, and it is set to produce the automotive brand's stand at another two motor shows in 2016.


Central to the experience was the Honda Dream Wave, which was created using 100sqm of LED screens. In a bid to immerse visitors in the world of the Honda brand, the screens were suspended overhead and represented a wave design. 

An interactive 3D touch screen game coined Pack the Car was available to take part in at the stand. Designed to showcase the seating configurations of the Honda Jazz and HRV, the game invited participants to pack objects they might need for a trip away into a Honda vehicle.

They soon found that they could change the seating configurations of the car to suit their needs, in turn highlighting that Honda’s 'Magic Seats' may be more flexible than those of its competitors.

Passers-by could also stop off to take part in a quiz based game that was designed to drive interest and awareness of the brand’s new multimedia feature, Honda Connect.

The stand featured a tracking solution that saw a total of 12 sensors placed around the space. These were used to record visitor numbers, reveal the routes visitors took through the space and total dwell time.

The stand is said to have attracted 192,000 visitors during its initial reveal in Frankfurt. Avantgarde will re-create the experience for the Geneva show next March, followed by Paris in October.

Stuart Bradbury, managing director at Avantgarde, said: "The Honda project demonstrates the agency’s ability to combine its own in-house design and production expertise with Avantgarde international specialist resources and local office insight. We are very proud to have been awarded the contract and look forward to creating plenty more brand fans for Honda."

John Kingston, heas of public relations and corporate affairs at Honda, added: "Avantgarde delivered against all the objectives of our brief. The team demonstrated a deep understanding of the Honda brand and its Power of Dreams proposition.

"Their approach balanced our requirement for brand impact and maximum visitor engagement."

More: Avantgarde eyes expansion as its unveils new brand identity

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